{"id":7492,"date":"2012-12-18T07:27:23","date_gmt":"2012-12-18T06:27:23","guid":{"rendered":"https:\/\/visionary.wordpress.com\/?p=7492"},"modified":"2024-03-06T08:42:27","modified_gmt":"2024-03-06T07:42:27","slug":"instagram-et-twitter","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2012\/12\/18\/instagram-et-twitter\/","title":{"rendered":"Instagram et Twitter, ces nouveaux Mass Media"},"content":{"rendered":"

Instagram et Twitter sont-ils\u00a0devenus les nouveaux mass m\u00e9dias.\u00a0Les m\u00e9dias sociaux entre \u00ab\u00a0pipolisation\u00a0\u00bb et mon\u00e9tisation \u00e0 outrance : ceux qui doutent encore de la fin d’un r\u00e8gne et de la mort d\u00e9finitive du \u00ab Web 2.0 \u00bb, une expression que nous devrions d\u00e9sormais bannir de notre vocabulaire tant elle est \u00e9loign\u00e9e de la r\u00e9alit\u00e9, en seront pour leurs frais aujourd’hui.<\/em><\/p>\n

M\u00e9dias Sociaux : Instagram et Twitter, ces nouveaux Mass Media<\/h2>\n
\"M\u00e9dias
M\u00e9dias Sociaux : Instagram et Twitter, ces nouveaux Mass Media<\/figcaption><\/figure>\n

D’une part, commen\u00e7ons par la nouvelle la plus dure, \u00ab Instagram<\/a> d\u00e9clare qu’il pourra d\u00e9sormais revendre les photos que vous avez stock\u00e9es sur son service \u00bb. On peut, comme la Tribune de Gen\u00e8ve<\/a>, y voir simplement un \u00e9change de donn\u00e9es avec Facebook<\/a>, mais c’est en fait beaucoup plus grave que cela.<\/p>\n

Cela veut dire d’une part, que les photos que vous avez prises gratuitement, pourront \u00eatre revendues au profit de la plate-forme qui les h\u00e9berge, alors que les termes de cette transaction n’\u00e9taient pas connus ni clairs d\u00e8s le d\u00e9part. Imaginez par exemple, que Dropbox<\/a> se mettent \u00e0 vendre vos fichiers de donn\u00e9es, \u00e0 commencer par votre tableur de comptes familiaux !<\/p>\n

\"M\u00e9dias
Instagram et Twitter : fin du cordon de s\u00e9curit\u00e9 qui entourait les m\u00e9diassociaux<\/figcaption><\/figure>\n

Cela veut dire \u00e9galement que vous avez \u00e9t\u00e9 bern\u00e9s : vous croyiez beno\u00eetement toutes ces ann\u00e9es alimenter un service ludique de partage alors qu’en fait, vous \u00e9tiez un des \u00e9l\u00e9ments anonymes faisant partie de la constitution d’une base de donn\u00e9es marchande. Ce n\u2019\u00e9tait sans doute pas l\u2019intention originelle, mais l\u2019IPO de mai 2012 s\u2019est vite charg\u00e9e de changer la donne.<\/p>\n

Cela veut dire enfin qu’\u00e0 terme, vous pourriez \u00eatre amen\u00e9s \u00e0 payer pour avoir utilis\u00e9 votre propre photo prise par quelqu’un d’autre sur Instagram, o\u00f9 la photo de votre entreprise ou de votre h\u00f4tel etc.<\/p>\n

Tout ceci, comme le fait remarquer Reginald Braithwaite<\/a> (cit\u00e9 par Cnet<\/a>), nous donne l’impression que \u00ab vous n’\u00eates pas les clients d’instagram, vous \u00eates juste un troupeau qu’on m\u00e8ne \u00e0 l’abattoir et qu’on vend au plus offrant<\/a>. \u00bb<\/p>\n

Le droit des images sur Internet n’est pas innocent. Enfreignez les droits, m\u00eame sur une minuscule vignette d’une photo qui appartient \u00e0 Getty Images<\/a> par exemple, et vous encourrez\u00a0 – logiquement \u2013 une amende, qui pour un particulier, peut se monter \u00e0 6000 \u20ac. Mon exp\u00e9rience personnelle montre que si les d\u00e9marches entreprises pour collecter les droits enfreints sont parfois inadapt\u00e9es au droit fran\u00e7ais, celles-ci sont n\u00e9anmoins tr\u00e8s strictes et vous risquez de passer un sale quart d’heure au cas o\u00f9 vous ne respectez pas les r\u00e8gles. Sauf que pour Getty Images, vous \u00e9tiez pr\u00e9venu d\u00e8s le d\u00e9part ; le caract\u00e8re on\u00e9reux et contraignant du service ne faisant pas de doute<\/a> et s\u2019\u00e9tablissant \u00e0 juste titre (juste r\u00e9mun\u00e9ration de photographes professionnels). Idem pour Fotolia<\/a> qui r\u00e9mun\u00e8re les amateurs et les professionnels en toute transparence.<\/p>\n

Que faire d\u00e9sormais pour stocker ses photos ?<\/p>\n

M\u00eame si cela m’attriste un peu, car j’aimais beaucoup Instagram et son c\u00f4t\u00e9 ludique, pour des raisons morales et le principe, je vais certainement fermer mon compte et continuer \u00e0 stocker mes photos personnelles sur Flickr<\/a> ou Picasa, dont la politique de droit est beaucoup plus favorable utilisateurs,\u2026 Encore aujourd’hui.<\/p>\n

Le jour o\u00f9 cela change, je migrerai toutes ces choses sur les espaces personnels\u2026 Comme c’\u00e9tait le cas il y a 10 ans, nous sommes bien \u00e0 la fin de l’\u00e8re du partage et du fameux Web 2.0 ! La messe est dite.<\/p>\n

mise \u00e0 jour\u00a018\/12\/2012 \u00e0 13:48 : Instagram a publi\u00e9 un d\u00e9menti sur son blog indiquant que sa politique n’avait pas chang\u00e9 ; mais Timo Elliott remarque dans un tweet que cela est un exemple \u00ab\u00a0classique de mauvais marketing : vrai techniquement, mais propre \u00e0 induire en erreur\u00a0\u00bb.<\/a><\/p>\n

\u2026 et Twitter devient un Mass Media<\/a><\/p>\n

Pour ceux qui veulent encore une preuve de changement, je re\u00e7ois aujourd’hui une r\u00e9capitulation de l’ann\u00e9e Twitter 2012. Je vous laisse cliquer sur le lien pour d\u00e9couvrir vous-m\u00eame les tweets les plus importants de l’ann\u00e9e<\/a>. Ma conclusion, c’est que pour lire ou savoir ce que pense Obama apr\u00e8s sa r\u00e9\u00e9lection ou Justin Bieber, ou Madonna ou Lady Gaga ou n’importe qui de ce genre, je n’ai pas besoin de Twitter<\/a>.<\/p>\n

\"m\u00e9dias<\/a><\/p>\n

Le d\u00e9funt \u00ab Web 2.0 \u00bb nous avait ouvert une fen\u00eatre sur l’avenir, un avenir o\u00f9 quiconque, m\u00eame avec un auditoire de 3 personnes, pouvait cr\u00e9er son propre m\u00e9dium, son \u00ab m\u00e9dia social \u00bb. Mais \u00e0 partir du moment o\u00f9 ce m\u00eame m\u00e9dium devient l’expression du plus grand nombre, qu’il se nivelle par le bas, et qu’on y retrouve exactement la m\u00eame chose que sur les autres m\u00e9dias, la publicit\u00e9 par l’interruption elle aussi revient en masse et la boucle est boucl\u00e9e, nous avons cr\u00e9\u00e9 un nouveau Mass Media\u2026 sauf qu’il est peut-\u00eatre moins efficace que la t\u00e9l\u00e9vision qui reste un v\u00e9hicule privil\u00e9gi\u00e9 est ind\u00e9niable de la publicit\u00e9 ou avantages renvoient aux travaux de Byron Sharp<\/a> sur ce sujet).<\/p>\n

Nous avions anticip\u00e9 du changement depuis longtemps avec Herv\u00e9 Kabla<\/a>, coauteur avec moi en 2011 de \u00ab les m\u00e9dias sociaux expliqu\u00e9s \u00e0 mon boss<\/a> \u00bb, et la prochaine version du livre sur laquelle nous travaillons actuellement ne traitera pas des m\u00e9dias sociaux proprement dits, mais de la communication digitale en g\u00e9n\u00e9ral, dans laquelle nous inclurons les m\u00e9dias sociaux qui d\u00e9sormais ont bien perdu leur sp\u00e9cificit\u00e9 et deviennent un outil parmi d\u2019autres.<\/p>\n","protected":false},"excerpt":{"rendered":"

Instagram et Twitter sont-ils\u00a0devenus les nouveaux mass m\u00e9dias.\u00a0Les m\u00e9dias sociaux entre \u00ab\u00a0pipolisation\u00a0\u00bb et mon\u00e9tisation \u00e0 outrance : ceux qui doutent encore de la fin d’un r\u00e8gne et de la mort d\u00e9finitive du \u00ab Web 2.0 \u00bb, une expression que nous devrions d\u00e9sormais bannir de notre vocabulaire tant elle est \u00e9loign\u00e9e de la r\u00e9alit\u00e9, en seront …<\/p>\n","protected":false},"author":2,"featured_media":72983,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-7492","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"\nInstagram et Twitter : ces nouveaux mass m\u00e9dias<\/title>\n<meta name=\"description\" content=\"Instagram et Twitter sont-ils\u00a0devenus les nouveaux mass m\u00e9dias.\u00a0Les 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He is a speaker and author of many books. In 2014 he went from intrapreneur to entrepreneur, when he created his digital marketing agency. Yann Gourvennec a cr\u00e9\u00e9 visionarymarketing.com en 1996. Il est conf\u00e9rencier et auteur de plusieurs livres. 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